Minicuotas Ribeiro Ambient, Digital TAXI by ALMACEN Olivos, ARGENTINA

TAXI

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Industry Retail, Distribution & Rental companies
Media Ambient, Digital, Interactive & Mobile
Market Argentina
Agency ALMACEN Olivos, ARGENTINA
Executive Creative Director Diego Duprat - Walter Onorato
Art Director Marta Abad, Pilar Ruiz
Copywriter Lorenzo D´angelo, Gonzalo Juri
Producer José Violante
Released June 2013

Awards

Cannes Lions 2013
Direct Lions Product & Service; Retail & E-Commerce, including Restaurants Gold
Outdoor Lions Ambient; Transit Bronze

Credits & Description

Type of entry: Product & Service
Category: Retail & E-Commerce, including Restaurants
Advertiser: RIBEIRO
Product/Service: MINICUOTAS RIBEIRO
Agency: ALMACEN Olivos, ARGENTINA
Co-Chairman: Daniel Onorato (El Almacen)
Co-Chairman: Caio Lucini (El Almacen)
Executive Creative Director: Walter Onorato (El Almacen)
Executive Creative Director: Diego Duprat (El Almacen)
Interactive Director: Gabriel Espisúa (El Almacen)
Art Director: Marta Abad (El Almacen)
Art Director: Pilar Ruiz (El Almacen)
Copywriter: Lorenzo d´Angelo (El Almacen)
Copywriter: Gonzalo Juri (El Almacen)
Technology Lead: Agustín Mende (The Pasto)
Producer: José Violante (Sake)
Advertiser Supervisor: Dan Attie (Ribeiro)
Describe the brief from the client
Ribeiro is a home appliance retailer well known in Argentina for its unique instalments policy. Ribeiro finances products in many “mini-payments” to achieve extreme low prices. Our challenge was to develop an effective call to action campaign to attract new customers.
Ribeiro allows people to buy ‘big’ things for really ‘small’ monthly instalments. Keeping this in mind, we came up with a new selling strategy: "We don't have to sell. We have to make people aware that for the same amount of money they spend on day-to-day trivial items, they can buy a brand new product”.

Creative Execution

- Taxis worked as Ribeiro’s itinerant stores. Ribeiro increased their points of purchase from 5 to 50 in Buenos Aires.
- We reached people at the moment they where already spending money to offer a better deal for the same fee.
- Using the taxi’s ticket as the first instalment payment was an efficient way to attract consumers directly to Ribeiro.
- We kept Ribeiro’s main promise for real: Allowing people to buy ‘big’ things for ‘small’ fees.


Creative Solution to the Brief/Objective.

We decided to go where people were wasting their money and show them a better way to spend it. So we got into the place where spending money makes less sense: taxis. We installed touchscreen displays inside to show what you could buy for the price of a journey. Products matched the fare. Ex: “You could get a TV for this taxi ride”.
Passengers could buy the product when the trip finished, using the taxi ticket as the first instalment payment.


Results

1- Taxis worked as Ribeiro’s itinerant stores. Ribeiro increased their points of purchase from 5 to 50 in Buenos Aires.
2- More than 450 people went to Ribeiro with their taxi ticket in the first 2 weeks.
3- Traffic to Ribeiro’s website increased 9% in the first month of this action.